Marketing Holland in China

Sun Xiang in EindhovenPSV, a Dutch football club from Eindhoven recently hired Sun Xiang form the Shenhua Shanghai football team.
Partly because he is a talented player and partly because of the marketing value. PSV is sponsered by electronics multinational Philips and a Chinese player will attract lots of press in China.

Sun Xiang made history as he became last wednesday the first Chinese ever to play in the Champions League in a match against Arsenal, an event that got a lot of headlines.

The side effect is that PSV is doing the best Holland promotion possible in China and tax payers don’t even have to pay for it.

Hat tip to a modern Lei Feng

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